Buyer readiness stages; how to make your content work harder

  The probability of closing a marketing lead is 46% higher for companies that let their marketers change their CRM to use customised stages, and another 28% improvement if those renamed stages are buyer-readiness stages not seller-activity stages But only 24% of marketers make this change. Why? Do you like your sales process to much? Seriously, it's not about you. It's about your buyer. And what are the buyer readiness stages, anyway? All this, and more, in this week's show. In our sales and marketing alignment study published in 2014, we found that 24% of marketers had changed the stage READ MORE

How to beat your competition by ignoring them

  B2B competition strategy is like just every other aspect of strategy - there is no 'of course' approach to strategy for addressing your competition. Anyone who tells you that you always need a competition strategy in B2B is spending too much time looking behind them, and not looking at where they are going. In sales and marketing, where we are going is to the buyer. Often, the best B2B competition strategy is to ignore the competition all together and just focus on the buyer. Except for that strange stage where you can't and you actually have READ MORE

Your channel partner strategy plan begins with ‘who’

Your channel partner strategy plan needs to begin with "who"? But like so much of strategy, the "who" question isn't "who should my channel be?", but "who is my buyer?", and therefore "what sort of channel do my buyers need?" We're arguing here that your channel partner strategy plan needs to be based on what your buyers need, not on what you need. What type of channel your buyers need, and how many channel sales people you need to provide to meet that need, changes as the market matures. We'll show you how to work out your channel READ MORE

2020-06-03T11:05:35+10:00By |B2B marketing blog, Sales|

A go to market strategy example of why too much demand is bad

  Here is a great go to market strategy example of why crude assumptions are dangerous. Brand / Demand / Enablement need a balance, and it changes over time. B2B marketers seem to be dragged between two extremes at the whim of Sales: We're either just doing branding 'stuff' or we're supposed to focus on leads. So which should it be? Today we'll use a go to market strategy example to show why too much demand is just as bad as too little, and how to get the balance right.  Want to receive more blogs like this? Subscribe READ MORE

Product marketing strategy and why 50% of a solution is 100% of a mistake

You sell what you are good at. The market has taught you what is attractive, and what is not. So you should gear up production and sell like crazy, right? Well, no. The product marketing strategy you have now will not be the right strategy for the next phase of the market. It is rare that a product marketing strategy deliberately only solves a half of the client's problem. But accidentally solving only half of their problem, or meeting only 50% of their need, is 100% wrong 20% of the time. There are five phases in any READ MORE

A new strategy for Sales and Marketing, and why your old strategy won’t work

Your old strategy for sales and marketing just won't work. And neither will your next one, or the one after that. Sure they will work for a while, and then they won't. What's going on? Buyers change as their own familiarity with a new innovation changes. Put differently, when a new idea is put to the market, it will appeal to a certain segment of the market. Then a different segment, then a different segment again. So, should your strategy for sales and marketing be based on the industries these segments operate in? No, absolutely not. Then READ MORE

How to sell to the c-suite (don’t)

  How should you approach the c-suite? That elusive senior person in a large business who can approve your deal? Often, the answer is: you don't. Instead, target the person whose problem you aim to fix. How do you approach that really senior person who you know can approve the deal and you need to get to early in the cycle? The answer usually is that you don't and shouldn't, and I'll show you why. Often the person who can approve the deal is not the person who actually has the problem that your deal is gonna READ MORE

How to get your team to buy in to your problem choice

In the wonderful African proverb, we are reminded that if you want to go fast, go alone. If you want to go far, go together. In this week's show, we'll explore how to get the whole tribe to buy in to your Sales and Marketing plan and to join you on your journey. Although the focus is on problem choice, the approach holds true for all decision making. Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! Get your copy of our 2014 Sales and Marketing Alignment Report Unless you are READ MORE

Your Marketing is probably helping your competitors more than you

  Troubling the market about the wrong problem may actually help your competitor more than it helps you. Businesses spend money to fix problems or to avoid problems in the future, therefore buyers want a solution to meet their need and perceived problem. If they believe that they have a problem that a competitor solves better than you do they will go with your competitor. You may try to convince them that they actually need the solution that you offer but that will be very hard work and low yield. Instead, it is best to change their READ MORE

Don’t measure Sales or B2B Marketing on revenue

  Revenue targets have nothing to do with the targets you want to set for Sales and Marketing. So, how do you figure out your Sales and Marketing targets? Firstly, you need to know the value of new business that you need Sales and Maketing to generate for you, you also need to know the average size of each deal. Secondly, you need to figure out how many sales need to occur over a specfic time period in order to determine how much revenue you actually need Sales and Marketing to generate. In this video blog, Hugh helps to READ MORE